Final answer:
Persuasion is a key aspect of social psychology, crucial for understanding how external communications influence people's attitudes, beliefs, and behaviors. Research by Carl Hovland and others has led to the development of models like the Yale Attitude Change Approach.
Step-by-step explanation:
Persuasion is an important area of research in social psychology because it helps us understand how people's attitudes, beliefs, and behaviors are influenced by external communication.
The influence of persuasion extends beyond formal advertising and is encountered in many aspects of everyday life, such as political campaigns, public health messages, and social movements. During World War II, Carl Hovland's work for the U.S.
Army and later at Yale University led to the formulation of the Yale Attitude Change Approach, highlighting the impact of the source of the message, the message content, and audience characteristics on persuasion.
Understanding persuasion allows social psychologists to explore the power of the situation in influencing individuals' thoughts, feelings, and behaviors.